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Marketing Research
April 2025 Examination
1. You are the Marketing Director
of Gharonda Constructions in Delhi NCR. Your company wants to conduct market
research to assess customer needs and preferences. Prepare a research plan – Mentioning the
Target Group, Priority Markets, and Research Hypotheses in the plan along with
the Success Criteria for your research.
(10 Marks)
Ans
1.
Introduction
Market
research plays a pivotal role in understanding customer needs, preferences, and
expectations, enabling companies to craft strategies that resonate with their
target audience. Gharonda Constructions, a prominent name in the real estate
sector in Delhi NCR, aims to conduct a comprehensive market research study to
assess the evolving demands of homebuyers. With rising urbanization and an
influx of millennial buyers, the preferences for residential properties have
shifted significantly, emphasizing affordability, sustainability, and modern
amenities. This research plan outlines the critical components needed to
identify the target group, prioritize markets, and test hypotheses, ensuring
actionable insights that drive growth and customer satisfaction. By employing a
data-driven approach, the company seeks to enhance its product
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2.
Define the Target Group for Aishwarya Homes, a Property Developer in
Chennai. Analyze the major infrastructure initiatives in Chennai (the Chennai
Metro Rail, the Chennai-Bengaluru Industrial Corridor, Elevated Corridors,
etc.) and their impact on the Chennai
Real Estate market. What are the Opportunities for the Company? What are the
Risks and how can they mitigate against these?
(10 Marks)
Ans
2.
Introduction
Chennai,
a bustling metropolitan city, is witnessing rapid urbanization and
infrastructural growth, making it a prime destination for real estate
development. Aishwarya Homes, a prominent property developer in the region,
aims to leverage these opportunities to cater to a diverse customer base. The
city’s expanding infrastructure, including the Chennai Metro Rail,
Chennai-Bengaluru Industrial Corridor, and elevated corridors, has
significantly transformed the real estate landscape, attracting investments and
driving demand for residential and commercial spaces. However, navigating
3. You’re the CMO for an Indian
Automotive Major. Your company is planning the Pan- India launch of a new
Product Family of Electric Two-Wheelers targeted at the entire family. As a
first step, you’ve decided to conduct Market Research to help focus your
MarketingPlan.
a. As part of your Market Research,
describe your preferred sampling technique(s) and why you’ve chosen it(these).
(5 Marks)
Ans
3a.
Introduction
Launching
a new product family of electric two-wheelers demands in-depth market insights
to develop a focused and impactful marketing plan. A key step in this process
is selecting the appropriate sampling techniques for collecting data that
represents the preferences and needs of the target audience. As the Chief
Marketing Officer, it is crucial to ensure that the sampling methods are
cost-effective, inclusive, and
b. Describe (at least) Five (5)
Secondary Sources which you can leverage and as well, the reasons for selecting
them. (5 Marks)
Ans
3b.
Introduction
Secondary
sources of data provide valuable insights that complement primary research,
saving time and resources. For the launch of a new electric two-wheeler product
family, leveraging secondary data from reliable sources is essential to
understand market dynamics, customer preferences, and competitive landscapes.
Below are five key secondary sources and the rationale for their selection.
Key
Secondary Sources
1.
Industry Reports and Market Research Publications
Reports from organizations such as Frost & Sullivan, McKinsey, and CRISIL
provide detailed analyses of the Indian EV
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